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When Google took on experiential agency Sense to raise awareness of its mobile services, the industry's curiosity was piqued. This was the first time the company had employed a below-the-line agency.
Google has no formal brand guidelines; it simply requires everything it does is 'Googley'. Sense responded by devising an uncluttered, friendly and inviting tour of London's parks and squares over a two-week period in July.
The destinations were marked with a big red pin (designed in the vein of the one used to mark your location on Google Maps), an array of coloured bean bags and a subtly …